Proactive Customer Service in Social Media Carl-Magnus Löfström Digital Media Manager AFA Insurance
About AFA Insurance• Owned by Sweden’s labour market parties (employer organizations and unions)• Collectively bargained insurances• Financial support in the event of sick leave, work injury, unemployment, death and parental leave.• Insures 90 percent of Sweden’s work force• More than 4 million people• Non profit company• Profit returned to customers
The problem• The insured do not buy the insurance themselves• Low interest product• 2-3 times/life• Benchmarking• Legal obstacles
… but one day on a blog"... Moreover, I got a message from AFA that I will get 3,000(about €300) in cash every month, no wonder that I ampleased! All this because they found me through myblog, how else could I have been told that I was entitled tothis? Well, yesterday the tone of the blog was different....Good night friends! "
Proactive Customer Service• Find people via their blogs• Recommend them to apply for compensation = We search for customers to give them money
But will they accept us?• Intruding the private space• Sale = spam = bad will• False expectations?
Using a unique positionUnique business model – Non profit insurance company – Success = give compensation to customers – Not selling anythingTotal coverage – 90 % of Sweden’s working population – More than 4 million peopleGive away moneyBlue Ocean Strategy
Proactive Customer Service1. Survey tool collects leads from blogs2. Customer Service does an initial scan of leads3. Write a comment on relevant blogs4. Log the entry5. Follows thread until 7 days inactivity
Top management buy in?• Resources• New initiative• Return on Invest
Low cost, big impact• Customer service works during down periods• Free tools• New CEO
Brand Impact – Nearly only positive feedback – Attention in the bloggosphere – Awards • Innovation of the year, Insurance Awards • Quality Innovation of the Year 2011 – Media coverage
From trial to part of business model• Permanent initiative• Expanded into forums• Customer service on Facebook• … and more
Thank you!Carl-Magnus LöfströmDigital Media Managercarlemail@example.comPhone: +46-(0)8-696 48 firstname.lastname@example.org/carlmagnus ?